I do SEO. And I build the systems that keep it running.

The problem

286 products and roughly 95 collections in the sitemap, and not one sampled product page had a written meta description. The catalogue was split into boys and girls, so a parent searching “anarkali for a 4-year-old for a wedding” had no way in.

What I did

• Re-cut the taxonomy the way parents actually search: occasion, age band, silhouette. Not boys and girls.
• Wrote a fixed meta-title formula and rolled it across every product and collection, plus a noindex / redirect list for internal and duplicate collections.
• Built the LLM-SEO layer so the brand is answerable, not just rankable, in AI search.
• Shipped standalone boys / girls / siblings landing pages, grounded in the live product catalogue.
• Automated the monthly SEO report, with GSC and GA4 pulled straight into a client Google Sheet.

The brand now surfaces inside AI-search answers for high-intent ethnic-wear queries, a first in the category, with an SEO system the team can run without me.

The problem

Two separately-branded arms marketing to one patient journey. The search audit was blunt: no schemas, no meta tags, no sitemap, no robots.txt, no Google Business Profile optimisation, no reporting.

What I did

• Ran the full-site SEO audit and wrote the naming and content standard for consolidating both arms into one brand.
• Designed the programmatic SEO system of location, condition and service page templates, then mapped it to what the CMS actually renders, after finding fields the template silently dropped.
• Optimised and tracked 11 Google Business Profiles, wiring the metrics pull through an automation layer when the direct API was unavailable.
• Built the three-stage blog pipeline (topic, content, Webflow publish) with quality gates at each handoff.
• Automated the weekly SEO report: GSC, GA4 and GMB into a single client sheet, on a schedule.

One unified search footprint across 11 locations, and a weekly report that produces itself instead of costing a day.

The problem

Real estate SEO defaults to publishing daily and hoping. This client wanted the opposite: four articles a month maximum, no competitor ever named, and no price quoted that hadn't been verified that week.

What I did

• Owned keyword research, content pillars and the SEO roadmap across both the group site and the flagship project site.
• Replaced the volume-blogging plan with a programmatic layer of hyper-local, question-led and LLM-answer pages, sized to real search demand.
• Split branded from non-branded query performance so the client could see what marketing was actually creating versus harvesting.
• Built the editorial gate: a hard readability floor, short-paragraph rules, an inline source for every statistic, and no price published without live verification.
• Set up the monthly SEO report and a PR coverage tracker reconciled against the live media page every run.

Four high-standard articles a month plus a scalable programmatic layer, with a fact-verification gate that blocks publishing rather than warning about it.

The problem

A destination property in an emerging category, dependent on OTAs for discovery, with no organic engine and an unaudited WordPress stack.

What I did

• Adapted the four-stage content pipeline to publish into WordPress via the REST API instead of Webflow.
• Seeded 80 topics across six content pillars into an Airtable calendar running a proper status machine: planned, in progress, ready for review, approved, published.
• Held every article to a readability floor and insisted on real location photography over stock or AI imagery.
• Diagnosed why the SEO meta and Article / FAQ structured data were silently disappearing on publish. The custom meta fields had never been registered on the WordPress side. Scoped the fix.

A direct-booking content channel that runs on a state machine, and a structured-data bug caught before it cost another 25 posts their rich results.

The problem

Demand arrives in sharp, dated spikes. A listing that converts badly in week one of a festival can't be fixed in week three.

What I did

• Ran an Amazon conversion and title audit, delivered as a SKU-level rewrite table rather than a list of opinions.
• Wrote the retention copy deck for the lifecycle messaging system.
• Audited the live retention funnel, covering A/B copy variants and the 60-day post-purchase win-back trigger, then documented the naming convention the team was quietly breaking.
• Built the 2026–27 WhatsApp campaign calendar around the actual festival cycle, segmented by region where the occasion demanded it.

Listings, lifecycle copy and a full-year campaign calendar that a seasonal business can plan against instead of react to.

The problem

Boutique fitness lives on retention, not acquisition. Loyal members, strong in-studio experience, and nothing holding it together between visits.

What I did

• Designed the 2026 lifecycle email system and automation map: the triggers, the segments, and what each one is allowed to say.
• Wrote and built the newsletter programme, shipped with A/B render variants to test tone and layout rather than guess.
• Produced campaign creative and copy for workshop launches, including sound healing and chakra series.

A lifecycle programme the studio can run on a calendar, in a market where members choose on habit.

The problem

Scale AI needed a direct channel to its global contributor community, one that could recruit and retain technical contributors without paying for the audience twice.

What I did

• Built the Outlier Coder's Newsletter from scratch to 116K+ subscribers, sending 1.2M+ emails at a 44% average open rate and 1.1% CTR.
• Ran hackathon operations end to end, with 4,000+ sign-ups and 800+ verified submissions, and streamlined contributor onboarding and submission flow.
• Led webinars with 400+ attendees: speaker outreach, session design and post-event engagement.

A community channel that grew two orders of magnitude without the open rate collapsing, which is the number most newsletters lose first.